7-Eleven Expands Mobile Rewards to Age-Restricted Products

Customers can now receive tobacco, gambling and alcohol rewards.

January 15, 2016

DALLAS – 7-Eleven has added age-restricted products to its mobile rewards program through a verification system, Mobile Commerce Daily reports. Those who sign up for the mobile rewards application can now receive deals for tobacco, gambling and alcohol products. Users must verify their age to receive age-restricted promotions.

“Mobile has grown up, it has become, or at least should be, an integral part of every marketer’s and retailer’s business,” said Michael Becker, managing partner at mCordis. “Clearly, 7-Eleven gets it. The mobile application, especially for shopping, is a central tool for servicing and supporting one’s most loyal customers. And customers want shopping apps, apps that help them interface with their preferred brands and retailers.”

7-Eleven sent its reward users information on how to update their profiles in order to receive promotions for age-restricted products. Once their age has been verified, rewards members can select alcohol, lottery or tobacco—or all three.

7-Eleven “is adhering to the high industry privacy standards and best practices set out by regulators and industry leaders,” Becker said. “It is also practicing stellar one-to-one marketing. It is using the notice to educate its customers about a new feature and giving them the options and instructions of how to use them.”

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